Digital Analytics Winter 2025

Upon successful completion of this course, you should be able to: 

• Describe the characteristics and skills required of the modern, analytic-minded marketer
• Explain how fundamental concepts of data and analysis are used in the analytics process for marketing
• Demonstrate how to apply the data analytics process from initial question to reporting using data storytelling techniques and tools
• Assign metrics specific to a marketing communication objective for different online communication formats and online media platforms 
• Perform different types of measurement and analysis for digital marketing using analysis software and tools
• Evaluate the results of a digital marketing strategy based on the marketing communication objective

CMA’s Digitial Analytics Online Certificate course consists of instructor recorded videos, synchronized PowerPoint presentations and discussion boards. Throughout the 10-week course students will be required to complete and submit an assignment, discussion post or quiz each week. This course also includes four live interactive webinars, during which students have the opportunity to engage with fellow students and to ask direct questions to the instructor.

The following is a general outline of the course content. 

Session 1: The Analytic-Minded Marketer

• What is an Analytic-Minded Marketer?
• Types of Analysis a Marketer Does
• Key Terms for Analytics
• Tensions of Marketing Analytics
• Tips and Things to Think About for The Analytic-Minded Marketer

Session 2a: Digital Marketing Planning and Measurement Principles

• Business and Marketing Goals
• Marketing Communication Objectives
• Principles of Marketing Metrics and Measurement
• Tips and Things to Think About for Planning and Measurement Principles

Session 2b: Digital Marketing Planning and Measurement Practices

• The Digital Marketing Planning and Measurement Model
• The SMART Objective
• Marketing Return on Investment (ROI)
• Essential Math for Marketing
• Tips and Things to Think About for Planning and Measurement Practices

Session 3: All About Data

• Data Collection Planning
• Data Types and Sources
• Data Quality
• Example of Data Collection Thinking
• Tips and Things to Think About for the Data
• Data Resources for Digital Marketing
• Website Analysis with Google Analytics 4 (GA4)

Session 4: Analysis Methods for Marketing

• Types of Analytics
• Principles of Statistical Significance
• Principles of Regression Analysis
• Principles of Marketing Mix Modeling
• Marketing Attribution
• Pitfalls of Data Analysis
• Tips and Things to Think About for Doing Analysis

Session 5: Continuous Experimentation

• A Culture of Growth
• Principles of Business Experimentation
• A/B Testing
• Digital Marketing Optimization
• Tips and Things to Think About for Continuous Experimentation

Session 6: Data Storytelling

• Principles of Storytelling for Marketing Analytics
• Data Storytelling
• Principles of Communication Design for Data Analysis
• Data Visualization
• Essential Types of Data Visualization
• Tips and Things to Think About for Data Storytelling
• Reporting with the Slidedoc®
• Dashboards with Looker Studio

Session 7: Measuring and Analyzing: Brand Awareness

• Why Brand Awareness Matters as a Marketing Communication Objective
• How to Measure Brand Awareness
• Content Marketing
• Paid Advertising
• Website
• Email Marketing
• Social Networks
• Tips and Things to Think About for Measuring and Analyzing: Brand Awareness

Session 8: Measuring and Analyzing: Your Audience

• Why Having an Audience Matters as a Marketing Communication Objective
• How to Measure Your Audience
• Website
• Email Marketing
• Social Networks
• Native Mobile App
• Tips and Things to Think About for Measuring and Analyzing: Your Audience

Session 9: Measuring and Analyzing: Engagement

• Why Engagement Matters as a Marketing Communication Objective
• Types of Engagement Behaviour
• How to Measure Engagement
• Social and Share Behaviours
• Silent Behaviour
• Service Behaviour
• Website
• Native Mobile App
• Tips and Things to Think About for Measuring and Analyzing: Engagement

Session 10: Measuring and Analyzing: Conversion

• Why Conversion Matters as a Marketing Communication Objective
• Micro Conversion vs. Macro Conversion
• How to Measure Conversion
• Conversion Rate Optimization (CRO)
• Tips and Things to Think About for Measuring and Analyzing: Conversion

CMA’s certificate program courses are designed to build on the skills and knowledge of marketing practitioners. Individuals must have at least two years of experience in a marketing-related role to take this course. The instructor will assume that students have a foundational understanding of marketing strategy and marketing communication planning–specifically with digital communication and online media platforms. 

Technology
You will be required to set up and use the free version of Google Analytics connected to the publicly-available Google Merchandise Store demo account to do website analytics in this course. If you’re new to Google Analytics it might be helpful for you to complete the free online Google Analytics for Beginners course from the Google Analytics Academy.

Additionally, you will be required to use the Slidedoc® communication format in this course and access to Microsoft Apps (Word, Excel, PowerPoint) to complete the course. Templates in Microsoft PowerPoint will be provided. If you’re new to Slidedocs® it might be helpful for you to read about it from the creators of the Slidedoc® at Duarte.

Workload
This course will transform what you think about analytics. Each session is comprised of video-based lessons, supporting resources, and a discussion post or an analysis-related assignment. The time required for the course will vary depending on your learning style. You are likely to invest 3-5 hours each week to complete the course work. There are five weekly challenges to complete and discuss, five individual analysis assignments, and a final analytics project. All coursework must be completed in the required timeframe.  Learners must achieve a final overall mark of 60% in order to qualify for a certificate pass.

Internet Requirements
You will require a minimum upload bandwidth of 5mbps to stream our course videos, which are 1080p. Please ensure you have access to high-speed internet for the duration of the course

• To cancel, a learner will select ‘credit request’ in MyBillings and select ‘refund’.
• Cancellations made greater than 14 calendar days prior to the course start date will not be penalized. A refund will be issued in full.
• Cancellations made with 14 or fewer calendar days prior to the course start date will be processed with a 50% administration fee deducted.
• No refunds past course start date.
• Refunds will be issued to the source of payment

In the Event of Program Cancellation

• We cannot always secure the minimum number of required participants to run each session. Program fees will be either credited or fully refunded in the event of a course cancellation at the discretion of the learner. 
• We take great pride in our programs and will do the utmost to make your experience with us both valuable and enjoyable. Please do not hesitate to contact us should you have any questions or concerns.